Good People Announces New Corporate CI and Vision... Preparing for a Second Leap

Underwear specialist company 'JoeunSaramdeul' is changing its CI and declaring a new company vision to embark on a second leap forward.

Announced on the occasion of its 31st anniversary, this CI revamp was undertaken to strengthen competitiveness in the global market and to convey a friendlier and more modern image to customers.

The newly changed brand mark symmetrically represents the first letters ‘g’ and ‘p’ of GoodPeople, embodying the thoughtful brand concept ‘Mindwear’ that looks inward as if facing oneself in a mirror. This visually reflects JoeunSaramdeul’s philosophy of prioritizing customers’ happiness and satisfaction.

Through this CI change, JoeunSaramdeul aims for Mindwear that brings out the strengths everyone possesses, proposing thoughtful products to customers based on 30 years of heritage. In particular, the company presents core values of ‘Borderless’ (flexibility and freedom that transcend all boundaries), ‘Thoughtful’ (a careful, attentive, and prudent philosophy), and ‘Inspirational’ (providing inspiration through artistic and creative ideas), intending to offer products filled with inspiration for life.

A representative of JoeunSaramdeul stated, "Following the resumption of stock trading, we have changed our CI and declared our vision to prepare for a second leap," adding, "Through design-centered branding and continuous innovation, we will establish ourselves as a leading underwear company in Korea."

JoeunSaramdeul is preparing for the rebranding of Bodyguard, Escada White Label underwear, and the launch of new brands. As a mother brand, JoeunSaramdeul plans to position itself as a trustworthy brand embodying 30 years of heritage. The new CI can be viewed on JoeunSaramdeul’s official website and SNS channels, and the company plans to enhance brand awareness and customer loyalty through various marketing campaigns.

With this CI change, JoeunSaramdeul expects to further strengthen its position in the global underwear market and become a beloved brand to customers through innovative products and services.